PhD in Economics, Senior Lecturer at the Hospitality Business Department of
Kyiv National University of Trade and Economics
SEARCH ENGINE MARKETING OF THE HOTELS
Background. The scientific article is devoted to the actual issue of increasing the relevance of the hotel business websites through the Search Engine Marketing elements usage. Research of the theoretical and practical aspects of this process creates the basis for writing a scientific article.
The review of scientific sources within the defined problem has shown that foreign and domestic scientists are interested in the theoretical and practical essence of Search Engine Marketing. At the same time, we note that the question of using this tool of Internet marketing in the activities of the hotel industry is not well-researched.
The aim of the article is to study the theoretical essence of search engine marketing, the definition of components of website search engine optimization of websites and their impact on the undate of the data, monitoring the use of search marketing by enterprises of the hotel industry, the formation of proposals for the use of search marketing in the hotel business.
Materials and methods. Scholarly works of scientists, official websites of hotel industry enterprises, data of Internet resources of statistics were theoretical and practical background for analytical research and presentation of the results in the article. Research within the framework of the proposed problem was conducted on the basis of generally accepted methods: abstraction, analysis and synthesis, induction and deduction.
Results. Modern realities of the development of Internet marketing in the hotel business show that more than 70% of clicks to the company’s web sites come from search engines. The research of the theoretical essence of search marketing and its main components in the context of a given sphere gives grounds to assert that improvement of the mechanisms of Search Engine Optimization is the greatest priority for the enterprises of the hotel business. The practical aspect of using search engine optimization has shown the existing problems of domestic hotels in using this internet-marketing tool. In particular, the business websites of hospitality enterprises are not able to compete with the resources of online reservation systems in an unbranded search because of low visibility of their resources in search engines. These factors determine little visits of enterprise web sites and a small percentage of conversions on them.
Conclusion. The prospect of search engine marketing in the hotel business should be focused on four areas: website (structure and content optimization); social media (increase the visits of the website due to the references to it in social networks based on the production of content of different nature); analytics (detailed study of Internet users’ actions on a website and targeting for the right choice of search engines for optimization); mobile search (the need for adaptability to different platforms and the resolution and the choice of mobile strategy).
Keywords: Search Engine Marketing, Search Engine Optimization, hotel business, website, internet marketing tools.
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